Blue Water Mortgage was a successful New England mortgage company that found itself in the midst of a changing market. With the rise of email marketing, it became easier for competitors to go after Blue Water’s customers directly, and to send them regular offers for refinancing options, lower rates, and other mortgage and banking services.
Blue Water recognized the danger of their message getting lost in this influx. To make sure that didn’t happen, they chose to partner with the digital agency Vital.
According to Doug Ridley, director of consulting at Vital, it was a classic case of poor communication.
“We wanted to help Blue Water tell their story and keep in close contact with their borrowers,” Ridley says. “It takes a little time for people to be ready to refinance. We needed not just to communicate with borrowers, but to send the right message at the right time.”
What they needed, in Ridley’s view, was marketing automation.